Reflection

The beginning of this assignment was daunting. I wasn’t sure how I was supposed to contribute to the topics, especially in a blog form. I was very nervous, to say the least. After reading the prescribed readings, attending the lectures, reading other people’s blog posts and participating in tutorial discussions, I am pleased to say that I have actually learned something!

Before this assignment, I hadn’t ever really considered the issues of media ownership, regulation and control. I had assumed it was nondiscriminatory in what it reported on, and focused on issues of great concern. Imagine my surprise when in the lecture I learned about Rupert Murdoch’s tyranny of Fox News, amongst countless others. It was extremely interesting to understand that at the end of the day, what the public is being shown is very fragmented and very biased, depending on who owns the media platform through which the news is being reported.

Another issue I found immensely interesting was the media effects model. I had always thought that yes, the media did have a profound and obvious effect on society. However I had not realised that this cause-effect way of thinking was not always the case, and it is always best to begin with the source of the problem: the audience.

It has definitely been worthwhile to read over other people’s point of views, and read their take on things as well as the examples they have provided. Hopefully all of this information I have learnt over this course will be put to good use.

For now it is goodbye, but who knows if another subject will require me to blog online. Until next time, my friends.

Modern Family: it is just that

How many of you recognise this photo? Most of you, I bet.

Modern Family is a TV show which debuted in September 2009 and has risen to fame of epic promotions in the time since. It is estimated that each episode generates a profit of approximately $2.3 million. But why is this, do you think? Because it’s a funny show? While that may contribute to it, the answer lies in the title. The family comprises of Jay Pritchett, his second wife, stepson, newborn son and his two children and their families. On that level alone, the dynamics seem fairly modern. Throw in that his new wife is much younger and Colombian and his oldest son is gay and an adoptive parent of a Vietnamese girl, the title of the show is swiftly reflected in it’s claim to fame.

This show brings issues such as homosexual relationships, adoption, divorce, interracial marriage and mixed families to light and forces people who watch the show to consider these things, even if it is in a trivial way. Through the process of this, it may contribute to debates in the mediated public sphere as it is a popular show with widespread media coverage.

Modern Family “promotes innovative families and dismisses the classic gender construction” (Lehman 2011 p. 2). This show has been said to have changed peoples opinions from against to for on the issue of gay marriage. (Zakarin 2012). This alone proves that Modern Family is an influential media text.

Evidently by focusing on issues that are not seen as the norm and thus rejected by majority of society, Modern Family has successfully instigated its viewers into correcting the way in which they view these topics of debate. These are contentious issues which might lead the public to discuss what has been brought up, hence their contribution to the mediated public sphere.

References:
Lehman, C 2011, How “modern” is Modern Family?, 16 December .

Zakarin 2012, ‘Ty Burrell: ‘Modern Family’ helps move gay rights forward’, The Hollywood Reporter, 3 October, viewed 12 April 2013 .

KKK – is it OK?

The media is constantly bombarding society with advertisements designed to persuade them, for many different reasons. But what happens when someone goes too far?

(Source: http://adsoftheworld.com/media/print/luxor_hot_tubs_saunas_kkk_vs_afro)

This advertisement for a Luxor spa was published in 2009. The denotation of this would be a coloured man and a white man wearing an unusual hat, sitting in seemingly relaxed positions. The slogan “extremely relaxing” emphasises this idea. On this level, it would appear to be a visually appealing advertisement due to the body language and the facial expressions.

The connotation, however, is much more complex and this is where the controversy arises. The meaning behind the hat is that the white man is a member of the Klu Klux Klan (KKK), a racist group who targeted and murdered black people in the belief that a morally correct world is a world of white Christians. Had it been that the KKK was a thing of the past, whilst still contentious, it might not be so shocking. But it is the case that the KKK is still very much in action, albeit less publicly, which is why this advertisement raised many debates.

The idea of the ad is that the spa is so relaxing, it relaxes even the racial tensions between these two groups. This idea is extreme, and used as a sign it caused a backlash in the media as people opposed the casual use of racist propaganda.

Problems with the ‘media effects’ model

The effect of mass media on society has been scrutinised thoroughly for as long as there has been a noticeable influence on consumers. The media effects model assumes a direct causality between the media and the audience, much like the hypodermic needle theory. Speaking of causality in terms of media influence means when the media portrays a message, the message is received by the audience and is said to be an influencer on the way the audience behaves.

Source: Katz & Lazarsfeld (1955)

So when researchers attempt to prove the effects of the media, they begin there and follow the path to susceptible victims. This is where the main problem of the media effects lies. In order to accurately determine where the true problem lies, one must begin at the source; the audience.

A good example of this is the effect of violence in the media on children. Before we blame the media, we must first ask why the children are being effected. Could it be because their brains are still developing, and therefore easily influenced? Could this then mean that children would not only be influenced by violence in the media, but philanthropy in the media? Or could it be because of outside influences, such as economic status or other social factors?

The media effects model is essentially an ineffective method of judging the media effects due to its reverse approach. This is not to say there isn’t a causal relationship between the media and the audience, however, but that using this model is ultimately the inefficient way to go about it.

Awkward introductions

I guess this post says a lot about me in itself – late and haphazard. It’s 2am and I think I may be one of the last to be making this obligatory and awkward personal post. First thing’s first; my name is Ashlee Smith (original, I know), 17, Sydney born and bred. I’m studying a Bachelor of Communications and Media and a Bachelor of Commerce. Honestly, the only reason I’m doing a double degree is because I forgot to change my preferences on UAC before the deadline. I love to read. I don’t read literary acclaimed novels with pretentious titles; I read cheesy, generic romance novels. In 2013 alone, I’ve read over 50 books.

I’m not a sporty or athletic person (at all). I can’t ride a bike or whistle properly. This is not my first blog. I’m a very sceptical and logical person. I am a sucker for a good horror movie. I love poetry posted online by relatively unknown authors. My favourite music artists include The Beatles, The Rolling Stones, The Smiths, Greg Laswell and the list is basically endless.

I’m not sure I have a lot of meaningful or profound things to say about myself. I come from a family of 5 kids. Life in the Smith household has always been a loud and chaotic affair. Unlike most girls, I will admit that I actually am like most girls. And I’m okay with that.

Anyway, until next time.